Good PR Comes From Good Citizenship

There is photo going around Facebook that shows a sign on the door of Plaza Cleaners in Portland, OR which reads: If you are unemployed and need an outfit cleaned for an interview, we will clean it for free.

Call it brilliant PR. Call it a clever customer loyalty program. Call it a sign that all is not lost for humanity in this dog-eat-dog world. No matter the name, it is simplicity at its finest.

This local act of kindness has given a small, independently-owned cleaners national visibility and made them a local legend. Their Facebook fans have grown by more than 300%. Local media have spotlighted their offer. I’m all the way on the other side of this continent and I am blogging about it.

But, the best part is what a friend of mine said on Facebook when I posted the photo, “When those people get employed they will give that dry cleaner their business going forward and they’ll refer their friends to them.”

A lot of times we get lost in our big fancy ideas for community engagement, publicity stunts and loyalty programs. But the truth is, the simplest idea that makes a real, tangible difference in someone’s life is usually the best way to build brand loyalty.

Good for you Plaza Cleaners. And, thanks for restoring my faith in humanity.

Jennifer Jones-Mitchell

A global leader in social media marketing, Jennifer Jones-Mitchell has been at the center of traditional and digital PR since the mid 90s and has helped launch some of the world's most loved brands. She has been blogging about PR and social media marketing since 2007. Learn more at: www.jenniferjonesmitchell.com